Ananya Panday Leads as IPL 18’s Top Celebrity Endorser, Says TAM Report

Introduction: Bollywood Meets the Cricket Pitch

India’s biggest entertainment event isn’t a film festival or award show—it’s the Indian Premier League (IPL). A spectacle that fuses cricket, cinema, and commerce, IPL continues to be a marketing playground for brands, and celebrity endorsements remain one of its most powerful tools.

According to the latest report by TAM AdEx, Ananya Panday has emerged as the most visible celebrity endorser during IPL Season 18. Outshining seasoned stars and sports icons, the young Bollywood actor has captured more screen time and ad slots than any other celebrity during IPL 2024’s high-octane broadcast.

This revelation not only underscores her growing popularity but also highlights changing dynamics in celebrity-brand partnerships during India’s biggest cricketing carnival.

What the TAM Report Says

The TAM (Television Audience Measurement) AdEx data analyzed ad volumes and celebrity appearances across TV commercials aired during IPL 18 matches.

Key highlights:

• Ananya Panday featured in the highest number of brand commercials

• Her endorsements covered a wide range of sectors: fashion, skincare, beverages, and digital apps

• She outpaced male superstars and even prominent cricketers in terms of ad visibility

• Most of her ad spots appeared during prime-time match breaks and high-viewership games

This marks a significant shift in branding strategies, where emerging Gen Z icons are taking center stage during traditionally male-dominated sporting events.

Ananya Panday: The Rising Face of Gen Z Influence

Ananya Panday’s dominance in IPL ad charts is no accident. The young actor has, over the past few years, cultivated a carefully crafted image that appeals to:

• Urban, digitally savvy youth

• Young women seeking relatable role models

• Brands targeting freshness, fun, and aspirational lifestyles

Her social media reach, fashion-forward presence, and vibrant screen energy make her an ideal ambassador for new-age, mass-market, and lifestyle brands. During IPL 2024, she was seen endorsing:

• FMCG products like soft drinks and skincare

• Fashion brands targeting millennials

• Food delivery and quick commerce platforms

• Digital fintech apps and gaming platforms

The diversity of sectors reflects her broad market appeal and her ability to cut across regional and age segments.

Why Brands Bet on Ananya During IPL

There are strategic reasons why Ananya Panday topped the endorsement charts during the IPL:

1. Youth Connect:

She represents Gen Z energy, which aligns perfectly with IPL’s entertainment-first positioning. Her relatability ensures a higher recall among the youth.

2. Cross-Platform Popularity:

Apart from television, Ananya has a massive following on Instagram and YouTube, making her ideal for multi-channel campaigns that begin on TV and extend to digital.

3. Freshness Over Familiarity:

While veteran celebrities bring credibility, brands often seek fresh faces to launch products or connect with first-time buyers. Ananya ticks that box.

4. Balanced Public Image:

Despite being relatively new to the industry, Ananya has maintained a clean, vibrant, and controversy-free public persona—something brands prioritize during large-scale campaigns like IPL.

The Bigger Picture: Celebrities and the IPL Advertising Boom

The IPL isn’t just about cricket—it’s a full-blown advertising extravaganza. Every over, time-out, and match break is carefully monetized, and celebrities are often the centerpiece of brand storytelling during this window.

Over the years, IPL campaigns have featured:

• Actors like Ranveer Singh, Alia Bhatt, Deepika Padukone

• Cricket legends like MS Dhoni, Virat Kohli, and Rohit Sharma

• Content creators and influencers in digital-first formats

But this year, the TAM data clearly shows that Ananya Panday stole the spotlight, pushing the boundaries for female celebrities in sports-driven media spaces.

What This Means for Brands and Media Planners

Ananya’s rise as the top celebrity endorser during IPL 18 should prompt media buyers and marketers to:

• Reconsider the dominance of male endorsers during male-centric events

• Explore emerging Bollywood talent for mainstream brand visibility

• Double down on female representation in traditionally male-advertising domains

• Leverage crossover appeal of Bollywood + sports for maximum impact

In short, the old formula of associating male cricket with male celebrities is being replaced by influence-first, personality-driven partnerships.

Celebrity Endorsements: Beyond the Face Value

Ananya’s endorsement success is also a case study in how celebrities are increasingly expected to deliver authenticity and relatability, not just glamour.

Today’s consumer, especially younger audiences, trusts and engages with personalities they find real. Ananya’s active social media engagement, brand storytelling, and lifestyle resonance make her more than just a pretty face in a commercial.

Brands that collaborate with her benefit from:

• Higher audience retention during ads

• Better content shareability online

• Greater emotional connect, especially with female buyers

Conclusion: A Star on the Rise, and a Marketing Trend in Motion

Ananya Panday’s emergence as IPL 18’s top celebrity brand endorser is more than a personal milestone—it’s a reflection of shifting consumer dynamics, gender balance in advertising, and a deeper trust in new-generation icons.